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50,000 Impressions
1% CTR - (500 Visitors)
$6.00 CPC

30 Demo Requests - 6% Conversion Rate
10 Demonstrations - $300 / Demo

1 Customer - $3,000 Cost Per Customer
50,000 Impressions
.5% CTR - (250 Visitors)
$6.00 CPC

75 Downloads - 30% Conversion Rate

($20 ea)
9 Demonstrations - $300 / Demo

($166)
3 Customers - $500 Cost Per Customer
One Year Later:
!

Organic Traffic - 30%

Engagement +150%
Inbound Links: +40%

Social Sharing +100%
Sales +185%
B2B Training Software Company
!

8 Months Later - Customer Acquisition:
!

1.2x the cost
1.5 x as long….
!
!

……..wait for it
B2B Training Software Company
!

8 Months Later - Customer Acquisition:
!

Spent 2x as much
Stayed 5X as long
2X more likely to share
!
!
Be'Found'

Meet'Demand'

Creates'Demand'
Differen;ates'

Generate'
Awareness'
Create'
Trust'

“You;lity”'

SEO'

Inbound'
Marke;ng'

Awareness'Builder'

Creates'
Evangelists'
Changes'Beliefs'

Nurture'Change'

Thought'Leadership'

Storyteller'
Financial Services Strategy Firm
!

Be'Found'
Generate'
Awareness'

The Plan
• Website: Daily - 3 “How To” Articles
• Blog: “The World’s Largest FAQ” Post
Meet'Demand'
• Social: Daily posts on FB, Twitter Etc..
Creates'Demand'
• LinkedIn: Company Page, Blog Posts
Differen;ates'
Create'
Trust'

!“You;lity”'

From Good to Better:
SEO'

Inbound'
Marke;ng'

Changes'Beliefs'

!
Nurture'Change'

SEO Results: Top 10 across 20 keywords
• Websites - 25% increase in traffic
• Blog: 100% increase in traffic
Thought'Leadership'
Storyteller'
• Social: Thousands of likes, 5K followers
•

Awareness'Builder'

Creates'
Evangelists'

!
Financial Services Strategy Firm
!

Meet'Demand'

Create'
Trust'

“You;lity”'

The Plan
• More traffic didn’t actually = better results
• SEO results are great - but who cares?
Creates'Demand'
• Realized - Less content and more

Differen;ates'
“tentpole pieces” and re-use provided

Creates'
better quality traffic, helped sales more.
Evangelists'
Changes'Beliefs'

!
Nurture'Change'

From Better to Great:
!

•

Thought'Leadership'

•
•
!

Research studies (6-8 weeks of production)
Storyteller'
Aggregate client data (quarterly, yearly)
Industry/Influencer expertise
Be'Found'

Meet'Demand'

Creates'Demand'
Differen;ates'

Generate'
Awareness'
Create'
Trust'

“You;lity”'

SEO'

Inbound'
Marke;ng'

Awareness'Builder'

Creates'
Evangelists'
Changes'Beliefs'

Nurture'Change'

Thought'Leadership'

Storyteller'
Financial Services Strategy Firm
!

•
•
•
•

Average Approx 100 Subscribers
Passionate Subscribers
Top 5 reason for renewal
4 New engagements from new clients

!
!

•
•
•
•
!
!

“You Are The Program” Conference
150 Attendees (Limited)
Waiting list now
25 new projects (hallway conversations)
Be'Found'

Meet'Demand'

Creates'Demand'
Differen;ates'

Generate'
Awareness'
Create'
Trust'

“You;lity”'

SEO'

Inbound'
Marke;ng'

Awareness'Builder'

Creates'
Evangelists'
Changes'Beliefs'

Nurture'Change'

Thought'Leadership'

Storyteller'
DEVELOP TWO IDEAS
!

A FIRST STEP - 

IMPROVEMENT TO AN EXISTING APPROACH
!
!
!
!

AN IDEA FROM GOOD TO GREAT 

OUT OF THE BOX

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Content Marketing Master Class - San Francisco: Act 1